Research On The Promotion Of Marketing Strategy Of Shanghai Ancient Books S Publishing House Under The Environment Of New Network Media

In the era of the network new media,the way of content communication has been innovated,and the scope of information touched and the efficiency of transmission have changed greatly.From the perspective of product promotion and distribution by publishing institutions,online new media channels are a new type of marketing method that can achieve better promotion results at lower costs.It can quickly and accurately reach target readers and promote them to consume products.Shanghai Ancient Books Publishing House should actively explore new marketing methods,and gradually establish a network new media matrix with wide reader coverage and high content conversion rate in practice,which will open up new directions for ancient book product marketing and even publishing house branding and inheritance of excellent traditional culture.This paper comprehensively uses literature analysis,case analysis and comparative analysis,takes the business practice of Shanghai Ancient Books Publishing House in recent years,systematically summarizes its current marketing strategy,and deeply explores how its ancient books should give play to the marketing advantages under the network new media environment.First,the product status of Shanghai Ancient Books Publishing House is sorted out,and then its marketing strategy is analyzed from the dual perspective of STP theory and 4P theory.Then,starting with the strategy applicability in the network new media environment,we can explore its limitations and causes in five aspects: market positioning,book product,product price,promotion channel and promotion means.On this basis,improve the product structure and expand the sensory extension,adjust the selling price flexibly,balance the difference between supply and demand,innovate the marketing method and strengthen the overall construction of new media.The research results of this paper have certain reference value for the marketing strategy improvement of Shanghai Ancient Books Publishing House in the network new media environment,and for the prosperity and development of the ancient books market in China.